Different degrees of influence in consumer behaviour - who has most power over our choices in our closest circle?

dc.abstract.en	This thesis explores the role of interpersonal influence in shaping consumer behaviour, with a specific focus on identifying who holds the most sway in different purchasing contexts. While previous research has concentrated on what drives consumer decisions, this study addresses the under-examined question of who influences those decisions and why that influence is accepted, rejected, or adjusted by the individual. The thesis combines theoretical and empirical approaches to understand how familial, peer, societal, and digital interactions affect consumer choices across a variety of product categories and decision-making scenarios. The literature review outlines foundational models of consumer behaviour, theories of social perception such as social proof and conformity, and key mechanisms like consumer socialisation, cultural norms, and word-of-mouth. The second chapter narrows the focus to specific sources of influence, including family members, peers, and wider societal forces like media and social class. The empirical section is based on qualitative interviews with eight participants. Using thematic analysis, the study addresses four core research questions: who influences consumer behaviour most; how parental influence varies across product types; what types of interpersonal interaction are most persuasive; and which forms of influence are either accepted or rejected. Results show that influence is context-dependent, often shaped by perceived expertise, emotional relevance, timing, and trust. Consumers were most receptive to advice that aligned with their needs or values and were likely to reject influence that felt pushy, irrelevant, or inconsistent with their identity. The study concludes that consumer influence is dynamic and nuanced rather than uniform or static. Its findings have theoretical implications for models of consumer decision-making, and practical implications for marketers seeking to engage more ethically and effectively with audiences. Limitations are discussed, including sample size and scope, and suggestions are made for future research across more diverse cultural and demographic groups.
dc.affiliation	Uniwersytet Warszawski
dc.affiliation.department	Wydział Zarządzania
dc.contributor.author	Ziobro, Alicja
dc.contributor.promoter	Ścibor-Rylski, Michał
dc.contributor.reviewer	Kacprzak, Agnieszka
dc.contributor.reviewer	Ścibor-Rylski, Michał
dc.date.defence	2025-06-24
dc.date.issued	2025
dc.date.submitted	2025-06-03
dc.identifier.apd	241720
dc.language	en
dc.language.other	pl
dc.publisher	Uniwersytet Warszawski
dc.rights	ClosedAccess
dc.subject.en	Consumer behaviour
dc.subject.en	social influence
dc.subject.en	decision-making
dc.subject.en	interpersonal relationships
dc.subject.en	trust
dc.subject.en	peer influence
dc.subject.en	parental advice
dc.subject.en	autonomy
dc.subject.en	socialisation
dc.subject.pl	Zachowanie konsumentów
dc.subject.pl	wpływ społeczny
dc.subject.pl	podejmowanie decyzji
dc.subject.pl	relacje interpersonalne
dc.subject.pl	zaufanie
dc.subject.pl	wpływ rówieśników
dc.subject.pl	porady rodzicielskie
dc.subject.pl	autonomia
dc.subject.pl	socjalizacja.
dc.title	Different degrees of influence in consumer behaviour - who has most power over our choices in our closest circle?
dc.title.alternative	Różne stopnie wpływu w zachowaniach konsumenckich – kto ma największy wpływ na nasze wybory w najbliższym otoczeniu
dc.type	MasterThesis